How are you perceived by your customers? In this age, on social media, your buyers are posting their opinions about your products and services. To better serve them, build your brand, and protect your position. How do you listen and understand?

This guide walks through each of the “Big Six” objectives and provides a tactical overview of the business case, team considerations and actual content examples and templates to use for your social media initiatives.

Social business has emerged and accelerated into a bona fide business practice at an incredible pace. By their very nature, social media and thus social business are constantly evolving and social practitioners must sprint to keep up.

Brand marketers invest billions to create an emotional connection between their brand and prospective customers. As media fragments and customers increasingly engage with the brand in ways outside the direct control of the corporate marketer, brand positioning and messaging and the building of emotional connections with consumers becomes more challenging.

Differentiation is a business decision made at the highest levels about the company’s positioning and values–how the company adds value to a customer relationship. There are many ways a company can make those decisions, and many different approaches to doing so. The most successful companies adopt a positioning that offers sustainable competitive advantage–a way of adding value that competitors cannot easily duplicate.

One of the most important questions a company can ask itself is “what is our differentiation?” The reason is simple: it’s how you define yourself in the minds of your customers and beat the competition. Beyond that, it’s what guides business strategy as you face decisions and choices on a daily basis. A company that knows who it is and how it adds value for customers and prospects has a solid foundation for making those decisions. One that has an unclear position or, worse yet, constantly shifts position, has a difficult path in a challenging market. That’s why branding discussions need to go well beyond graphics and touch on the values and identity that are at the core of any successful company.

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